When developing a marketing strategy, it’s important to know the difference between gimmicks and hooks.
Marketers using hooks tell an intriguing story, make a big, relevant promise to their target customers, and then deliver value over and above that promise.
Marketers using gimmicks talk a big game, make a big promise, but deliver little long-term value.
Both tactics garner headlines, but only one of them keeps customers. When your customers realize your gimmick is a gimmick, they’re likely to be angry, and they’ll leave in search of another product to solve their problem.
If you care about delivering long-term value, make sure your marketing message is filled with hooks, not gimmicks.